Natural Medicine Week

CLIENT:
Australian Traditional-Medicine Society (ATMS)
  • Creative
  • Marketing
  • PR

Objectives:

  • To change the perception of the natural medicine industry and the many therapies that ATMS represents.
  • To position ATMS as a leader with a definitive voice for the industry.
  • To engage members and prospective natural medicine practitioners with the organisation.
  • To raise of the natural medicine industry and practices with consumers and
    Government.
  • To build the strength, recognition and professional image of the ATMS brand.
  • To promote natural medicine to consumers and drive foot-traffic to natural medicine practitioners and clinics.

Strategy:

  • Zadro created an event driven and integrated digital PR campaign to engage ATMS practitioners, consumers, media and government: Natural Medicine Week.
  • Zadro promoted Natural Medicine Week via naturalmedicineweek.com.au, member EDMs, social media, advertising, consumer email newsletters, events, government and media relations.

Results:

  • Successfully grown the reach and engagement of Natural Medicine Week year-on-year.
  • 2019 was the fourth year of Natural Medicine Week.
  • Engaged more than 400 ATMS practitioners to host events across Australia – exceeding client expectations and KPIs.
  • Reached over 1,444,613 people via social media year-on-year.
  • Ran a social competition with Wellbeing Magazine which had 416 responses.
  • More than 100,000 unique website visits during the campaigns.
  • Successfully hosted 3 webinars for consumers of natural medicine about gut health, reducing stress and physical habits to improve wellbeing.
  • Secured extensive media coverage for Natural Medicine Week.
  • Engaged 80% of industry stakeholders for partner promotions.
  • Hosted 4 organisation events, including a Parliament House event across the campaigns.